A cool idea, or is that a hot idea?: selling winter to Mexicans

Canadian Winter, an annual tourism publication from Griffintown Media of Montreal that celebrates the the season of snow and ice is taking on a major challenge -- selling the joys of winter to Mexicans. This Sunday, 35,000 copies of a Spanish language edition will be distributed as inserts in Mexico City newspapers.

According to a story in the Montreal Gazette, Canadian Winter publisher Jim McRae and his partner Annic Lavertu, are betting that, while Canadians are dreaming of baking on a Cancun beach, Mexicans may be looking for something different. The magazine promotes winter throughout Canada, with Quebec City's Lower Town at night, an outdoor hot tub overlooking a pine forest in the Rockies, Gros Morne National Park in Newfoundland.

"The more I saw as far as trends in tourism go," McRae said, "every second story talks about how travellers are looking for something different. You might even call it adventurous."

For someone living in a warm climate, a taste of Canadian winter is definitely an adventure.

"In late autumn, it's dark and rainy," McRae said. "But when the snow comes, it's magic."

See earlier post on Canadian Winter's launch.